Martin Bailey: Marketing your Business (Second Edition)

 

Book Description
This book is targeted at small and medium businesses alike and is written for companies that serve either small or global markets. Divided into theoretical and practical sections, users are provided with detailed explanations of the resources and skills needed to market a company and product/service range effectively.

 

This new edition has been completely reworked, containing 1/3rd more content than the first version. Understandably, more focus has been placed on the Internet, with web site creation, search engine optimisation and promotion considerably enhanced. The theory chapters have also seen more depth applied to several sections. The CD ROM has more links, software and tutorial videos than ever before!

 

Who should read this book:
Much of the content has been directed at the small to medium sized business. Maybe you’re a small business of 15 people or less and you’re the MD, or maybe you’re the Marketing Manager in a company of several hundred people – either way there will be many relevant ideas and solutions that you can make use of here.

What geographical areas does this book cover?
While written in English (as opposed to American English), this book focuses on marketing methods common to virtually all markets, with examples taken from around the world. Many US and European companies such as Saatchi & Saatchi, Nimlok, Weber Shandwick, Sage and Actinic, have contributed to the content in this book.

 

What skills will you need to understand this book?
If you’re already in marketing, chances are that you have many of the skills you will need, so the rest will follow as you put the pieces into place. If this area is new to you, then the first skill you’ll need to brush up on is communication. The ability to convey your ideas orally and with the written word is quintessential, and the basis of everything you will do. Basic to intermediate computer skills are also essential if you are to take full advantage of this book. In several chapters the author has gone into relatively in-depth technical detail, but to a level where users with general ‘Office’ software skills should be able to pick up and follow. In any case, where you need to hone up on any particular skills there is certainly a wide array of books to choose from in the computer field. This book can help you identify the areas of marketing in your business that you wish to bring in-house and the skill-sets required to achieve this.

 

If you’re already in marketing, chances are that you have many of the skills you will need, so the rest will follow as you put the pieces into place. If this area is new to you, then the first skill you’ll need to brush up on is communication. The ability to convey your ideas orally and with the written word is quintessential, and the basis of everything you will do. Basic to intermediate computer skills are also essential if you are to take full advantage of this book. In several chapters the author has gone into relatively in-depth technical detail, but to a level where users with general ‘Office’ software skills should be able to pick up and follow. In any case, where you need to hone up on any particular skills there is certainly a wide array of books to choose from in the computer field. This book can help you identify the areas of marketing in your business that you wish to bring in-house and the skill-sets required to achieve this.

 

While written in English (as opposed to American English), this book focuses on marketing methods common to virtually all markets, with examples taken from around the world. Many US and European companies such as Saatchi & Saatchi, Nimlok, Weber Shandwick, Sage and Actinic, have contributed to the content in this book.If you’re already in marketing, chances are that you have many of the skills you will need, so the rest will follow as you put the pieces into place. If this area is new to you, then the first skill you’ll need to brush up on is communication. The ability to convey your ideas orally and with the written word is quintessential, and the basis of everything you will do. Basic to intermediate computer skills are also essential if you are to take full advantage of this book. In several chapters the author has gone into relatively in-depth technical detail, but to a level where users with general ‘Office’ software skills should be able to pick up and follow. In any case, where you need to hone up on any particular skills there is certainly a wide array of books to choose from in the computer field. This book can help you identify the areas of marketing in your business that you wish to bring in-house and the skill-sets required to achieve this.

 

Much of the content has been directed at the small to medium sized business. Maybe you’re a small business of 15 people or less and you’re the MD, or maybe you’re the Marketing Manager in a company of several hundred people – either way there will be many relevant ideas and solutions that you can make use of here. While written in English (as opposed to American English), this book focuses on marketing methods common to virtually all markets, with examples taken from around the world. Many US and European companies such as Saatchi & Saatchi, Nimlok, Weber Shandwick, Sage and Actinic, have contributed to the content in this book.If you’re already in marketing, chances are that you have many of the skills you will need, so the rest will follow as you put the pieces into place. If this area is new to you, then the first skill you’ll need to brush up on is communication. The ability to convey your ideas orally and with the written word is quintessential, and the basis of everything you will do. Basic to intermediate computer skills are also essential if you are to take full advantage of this book. In several chapters the author has gone into relatively in-depth technical detail, but to a level where users with general ‘Office’ software skills should be able to pick up and follow. In any case, where you need to hone up on any particular skills there is certainly a wide array of books to choose from in the computer field. This book can help you identify the areas of marketing in your business that you wish to bring in-house and the skill-sets required to achieve this.

 

 

Part 1 - The Theory

1.1 Marketing Overview - Your Company Image
1.2 Personal Presentation and Communication
1.3 Defining your marketing activities for a marketing plan
1.4 Resources
1.5 Internal Communications
1.6 Customer/Prospect Communications
1.7 The Media
1.8 The Internet
1.9 Trade Shows & Seminars
1.10 Advertising

2.1 How to: Write a Press Release
2.2 How to: Distribute a Press Release
2.3 How to: Perform a mail-merge for a mailshot
2.4 How to: Write a Newsletter
2.5 How to: Write a Case Study
2.6 How to: Build a Website
2.7 How to: Sell your products online - Adding e-commerce
2.8 How to: Build a web portal/Content Management System (CMS) 
2.9 How to: Publicise your Website
2.10 How to: Create audio/visual multimedia content
2.11 How to: Structure and store customer information